It’s a delight to execute a brand like Perla’s without being asked to use the clichés of the seafood lexicon. We kept it fresh, clean, and simple, making our subtle sea allusions in the ancillary pieces of the identity system.

The handmade Perla’s script logo (a first for FÖDA) was based on Jett’s handwritten script.
Right: Oversize menus for shy diners, with a focus on large, legible, and easy to read typography.Logo set in hexagonal tile.
Left: We only made three overt sea allusions in this identity, and even then they are subtle. Here, the oyster shell
texture becomes a line art motif in the matchbooks, and is then embossed into the pearlescent business card.
Right: Open channel lettering blows up the quirky “P” in Perla’s script logo.
Left: Our favorite German (FÖDA Studio’s mascot) enjoying his first crawfish.
Right: Poster promoting Perla’s 2nd Annual Crawfish Boil.Following the creation of the script for the logo, we looked for other places to use the script where it wouldn’t be
cumbersome to the overall identity system. The hot sauce bottle (with anchor in the “t”) felt like just the spot.
Left: Matchbooks and cards at entry.
Right: Matchbook as oyster, illustration.Menus, koozies, hotsauce, and a cameo appearance by a shy Modelo.